俄创意戒酒广告：松鼠撒酒疯

 　　为了宣传戒酒，俄罗斯卫生社会发展部制作了一个戒酒宣传片《恶魔松鼠》。 该宣传片的主角是一只喝多了撒酒疯的松鼠，它在片中又唱又跳，吹嘘如何帮朋友抓蜘蛛，并提出要杀死朋友的“恶魔”老婆，最后因喝酒被带上法庭。该宣传片推出后，撒酒疯的小松鼠在网络上迅速走红，点击率超过百万。俄卫生部推出这个宣传片，目的是促使饮酒豪放的国人少贪杯中物，更希望让人们思考，如何拥有健康的生活。据了解，俄罗斯每人每年平均摄入的酒精达18升，远远超出了世界卫生组织设定的最大摄入量。

　　选择松鼠作为该宣传片的主角也不是偶然之举。在俄语俚语里，形容一个人醉酒后产生幻觉常用的一个表达是belochka，相当于英语中的a little squirrel(一只小松鼠)。

　　Russia’s health ministry¹ has rolled out an unlikely new weapon in its fight against rampant² alcoholism: a video of a drunken squirrel hallucinating。

　　The 'demon³ squirrel’ clip has become a smash hit on the Internet where it has been viewed more than one million times attracting a slew⁴ of critical and positive comments。

　　Part of the Kremlin’s toughest anti-alcohol campaign since the collapse⁵ of the Soviet⁶ Union, the video was released after President Dmitry Medvedev described the country’s drinking problem as “a national disaster。”

　　The animated⁷ squirrel featured in the video is meant as a cautionary tale about the effects of binging on alcohol and vodka, Russia’s national tipple⁸, in particular。

　　The advert’s creators did not choose a squirrel as their anti-hero by chance. In Russian slang, delirium⁹ tremens, the moment of inebriation¹⁰ when people start to get the shakes and to hallucinate, is known as “belochka” or “a little squirrel。” The squirrel in the video, who is red-eyed and bedraggled, is therefore shown ranting¹¹, singing, and delivering a nonsensical monologue¹²。

　　He talks about “chasing spiders up the walls” and finishes up by offering to kill his neighbour’s wife because she is “the devil。”

　　“Are you a boozer?” the deranged¹³ squirrel asks in the finale. “Then I am coming around to your place。”

　　The colourful ad campaign follows a decision to introduce a minimum price for a half-litre bottle of vodka of 89 roubles (1.78 pounds) and to reduce the amount of alcohol permissible¹⁴ in motorists’ blood to nil¹⁵。

　　Russians drink more than 18 litres (32 pints) of pure alcohol per capita per year, more than double the World Health Organisation’s recommended maximum。

　　At a time when Russia is trying to stem a serious population decline, encouraging people to drink less alcohol is being seen as a matter of self-preservation。

　　Vladimir Putin, the prime minister, and President Medvedev often try to set an example by being photographed sipping¹⁶ tea。

1 ministry   

n.(政府的)部；牧师

参考例句：

• They sent a deputation to the ministry to complain.他们派了一个代表团到部里投诉。
• We probed the Air Ministry statements.我们调查了空军部的记录。

2 rampant   

adj.(植物)蔓生的；狂暴的，无约束的

参考例句：

• Sickness was rampant in the area.该地区疾病蔓延。
• You cannot allow children to rampant through the museum.你不能任由小孩子在博物馆里乱跑。

3 demon   

n.魔鬼，恶魔

参考例句：

• The demon of greed ruined the miser's happiness.贪得无厌的恶习毁掉了那个守财奴的幸福。
• He has been possessed by the demon of disease for years.他多年来病魔缠身。

4 slew   

v.（使）旋转；n.大量，许多

参考例句：

• He slewed the car against the side of the building.他的车滑到了大楼的一侧，抵住了。
• They dealt with a slew of other issues.他们处理了大量的其他问题。

5 collapse   

vi.累倒；昏倒；倒塌；塌陷

参考例句：

• The country's economy is on the verge of collapse.国家的经济已到了崩溃的边缘。
• The engineer made a complete diagnosis of the bridge's collapse.工程师对桥的倒塌做了一次彻底的调查分析。

6 Soviet   

adj.苏联的，苏维埃的；n.苏维埃

参考例句：

• Zhukov was a marshal of the former Soviet Union.朱可夫是前苏联的一位元帅。
• Germany began to attack the Soviet Union in 1941.德国在1941年开始进攻苏联。

7 animated   

adj.生气勃勃的，活跃的，愉快的

参考例句：

• His observations gave rise to an animated and lively discussion.他的言论引起了一场气氛热烈而活跃的讨论。
• We had an animated discussion over current events last evening.昨天晚上我们热烈地讨论时事。

8 tipple   

n.常喝的酒；v.不断喝，饮烈酒

参考例句：

• My favourite tipple is a glass of port.我最喜欢喝的酒是波尔图葡萄酒。
• Scotch drinkers around the world tend to associate their favourite tipple with success and achievement.世界各地喝苏格兰威士忌的人，往往把他们最喜欢的这种烈酒，与成功和成就联系在一起。

9 delirium   

n. 神智昏迷,说胡话;极度兴奋

参考例句：

• In her delirium, she had fallen to the floor several times. 她在神志不清的状态下几次摔倒在地上。
• For the next nine months, Job was in constant delirium.接下来的九个月，约伯处于持续精神错乱的状态。

10 inebriation   

n.醉，陶醉

参考例句：

• His practice of inebriation was lamentable. 他的酗酒常闹得别人束手无策。 来自辞典例句
• Poor Tom lamentably disgraced himself at Sir Charles Mirable's table, by premature inebriation. 可怜的汤姆在查尔斯·米拉贝尔爵士的宴会上，终于入席不久就酩酊大醉，弄得出丑露乖，丢尽了脸皮。 来自辞典例句

11 ranting   

v.夸夸其谈( rant的现在分词 )；大叫大嚷地以…说教；气愤地)大叫大嚷；不停地大声抱怨

参考例句：

• Mrs. Sakagawa stopped her ranting. 坂川太太戛然中断悲声。 来自辞典例句
• He was ranting about the murder of his dad. 他大叫她就是杀死他父亲的凶手。 来自电影对白

12 monologue   

n.长篇大论，（戏剧等中的）独白

参考例句：

• The comedian gave a long monologue of jokes.喜剧演员讲了一长段由笑话组成的独白。
• He went into a long monologue.他一个人滔滔不绝地讲话。

13 deranged   

adj.疯狂的

参考例句：

• Traffic was stopped by a deranged man shouting at the sky.一名狂叫的疯子阻塞了交通。
• A deranged man shot and killed 14 people.一个精神失常的男子开枪打死了14人。

14 permissible   

adj.可允许的，许可的

参考例句：

• Is smoking permissible in the theatre?在剧院里允许吸烟吗？
• Delay is not permissible,even for a single day.不得延误，即使一日亦不可。

15 nil   

n.无，全无，零

参考例句：

• My knowledge of the subject is practically nil.我在这方面的知识几乎等于零。
• Their legal rights are virtually nil.他们实际上毫无法律权利。

16 sipping   

v.小口喝，呷，抿( sip的现在分词 )

参考例句：

• She sat in the sun, idly sipping a cool drink. 她坐在阳光下懒洋洋地抿着冷饮。
• She sat there, sipping at her tea. 她坐在那儿抿着茶。